![]() Changes like this can provide blind and partially sighted people with vital information for the very first time, giving us the same freedom, independence and choice as sighted customers. “Important information on packaging can often be in very small print, making it difficult or impossible for people with sight loss to read. “It marks a significant step-change in how big brands can put accessibility at the forefront of design and packaging decisions and be a catalyst for change,” Mr. Marc Powell, strategic accessibility lead at RNIB, called the announcement “a real game changer” within the packaging world. This allows people with sight loss to shop more independently and make their own food choices.” Javier Pita, chief executive officer of NaviLens, the startup company that created the technology, added, “The incorporation of the NaviLens codes onto food packaging is a positive step toward a more inclusive and accessible shopping experience for the visually impaired. We know it’s important that all packaging is accessible for the blind community to enable them to make shopping easier, so we will share our experience with other brands who want to learn more.” I am proud that Kellogg will be the first company in the world to use NaviLens on packaging. That’s why, starting next year, we are adding new technology to all of our cereal boxes. “As a company focused on equity, diversity and inclusion we believe that everyone should be able to access important and useful information about the food that we sell. “Over two million people in the UK live with sight loss and are unable to simply read the information on our cereal boxes,” said Chris Silcock, head of Kellogg UK. The NaviLens technology is currently used in Spain across Barcelona, Madrid and Murcia city transport systems, making the cities easier to navigate for thousands of visually impaired citizens. Evaluation of the pilot by charity Royal National Institute of Blind People (RNIB) showed that 97% of the participants agreed that they would like to see more of these accessibility features available on grocery packaging in the future. Subsequently, Kellogg initiated a successful UK trial last year in partnership with Co-op, on Kellogg’s Coco Pops boxes. ![]() It was the pupil’s insight that inspired the business to look for solutions. Vincent’s, a specialist school in Liverpool for children with sensory impairment. The idea for the accessible boxes followed a 2019 meeting between representatives of Kellogg and children at St. Kellogg said the first accessible boxes of Special K will begin appearing on store shelves in the United Kingdom in January 2022, with all other cereal brands transitioning to the new packaging throughout the year. ![]()
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